System and Method for Preferred Placement Programming of iTV Content

ABSTRACT

Preferred placement of programming content is provided by a system and method to organize or sequence the display of a set of programmable content elements of an iTV application to a viewer, using business rules that describe the preferred placement conditions or criteria. Such criteria include brand, content owner, application location, current channel, current channel family, current channel category, time of day, content category, current program, current program genre, current iTV application, current content type, and/or subscriber and set-top box profile and behavior data. In one implementation, the present invention allows for managing the ‘shelf space’ within and for iTV applications.

RELATED APPLICATIONS

The present application is related to, incorporates by reference and claims the priority benefit of U.S. Provisional Patent Application 60/499,793, entitled “System and Method for Preferred Placement Programming of iTV Content”, filed Sep. 2, 2003. The present application is also a Continuation-in-Part, claims the priority benefit of and incorporates by reference the following U.S. Patent Applications, each assigned to the assignee of the present application:

-   -   1 Application Ser. No. 10/390,064, filed Mar. 14, 2003, entitled         “System and Method for Construction, Delivery and Display of iTV         Content”;     -   2 Application Ser. No. 10/247,901, filed Sep. 19, 2002, entitled         “Interactive User Interface for Television Applications”;     -   3 Application Ser. No. 10/460,950, filed Jun. 12, 2003, entitled         “Graphically Rich, Modular, Promotional Tile Interface for         Interactive Television”; and     -   4 Application Ser. No. 10/630,815 filed Jul. 29, 2003, entitled         “System and Method for Construction, Delivery and Display of iTV         Content”.

COPYRIGHT NOTICE

A portion of the disclosure of this patent document contains material that is subject to copyright protection. The copyright owner has no objection to the facsimile reproduction by anyone of the patent document or the patent disclosure, as it appears in the Patent and Trademark Office patent files or records, but otherwise reserves all copyright rights whatsoever.

FIELD OF THE INVENTION

The present invention relates to systems and methods for enabling and automating the delivery of interactive television (iTV) content to subscribers (viewers).

BACKGROUND

The above-cited patent applications individually demonstrate aspects of a system that provides for control of programming of content, including ads and promotions and other content, within an iTV system. The present invention is intended to illustrate a system and method that provides for programming content from the business perspective of ‘pay for placement’ or ‘shelf space’ within a framework of iTV applications.

SUMMARY OF THE INVENTION

In one embodiment, a set of programmable content elements of an interactive television (iTV) application are organized using business rules that describe preferred placement criteria of the programmable content elements. Once so organized, the content elements may be viewed, for example in conjunction with a user interface for the iTV application. The business rules may include rules for placing one or more of: product offerings, promotions, advertising campaigns, video on demand (VOD) listings, broadcast-on-demand listings, or transactional opportunities, across disparate iTV services. In some embodiment, the rules for placing product offerings are configured to accommodate multiple selection criteria including one or more of: location, current channel, current channel family, current channel category, time of day, offering category, current program, current program genre, current iTV application, current content type, or subscriber profile.

Alternatively, or in addition, the business rules may be configured to accommodate subscriber specific rules according to a subscriber profile associated with a particular client device. The business rules may be selected dynamically at the time of execution of the iTV application, or at the time of application creation.

In some embodiments, the preferred placement criteria include one or more of: brand, content owner, application location, current channel, current channel family, current channel category, time of day, content category, current program, current program genre, current iTV application, current content type, or subscriber and set-top box profile and behavior data. The programmable content elements may include one or more of: advertising, promotions, content placement packages or programming campaign definitions.

Each programmable element may be identified by a resource key attribute that references an associated programming campaign. Such a programming campaign may specify programming of associated content elements and includes a campaign key that uniquely identifies the programming campaign, a list of candidates each providing a set of programmed values for attributes of the associated content elements, a qualifying predicate for each candidate that includes a generalized set of conditions, and a display rule to select one candidate among those that qualify.

Generally then, the iTV application is accessible via a user interface that includes one or more groups of programmable opportunities. Each programmable opportunity may include a location within the iTV application here content may be placed. The content may include one or more of: advertisements, promotions, data including text, images, links to other applications, or audio/video content.

In a further embodiment, an iTV system includes a server configured to organize a set of programmable content elements of an iTV application using business rules that describe preferred placement criteria of the programmable content elements; and a client communicatively coupled to the server via a content distribution network and which is configured to display the content elements no organized to a viewer. The server may include (i) a programming manager configured to allow placement of advertising, promotional opportunities, video, images and text within user interfaces accessible by the viewer through the client; and (ii) a programming manager configured to program the content elements according to: a campaign key that uniquely identifies a programming campaign, a list of candidate content elements each providing a set of values for attributes of associated ones of the content element, a qualifying predicate for each candidate content element that consists of a generalized set of conditions, and a display rule to select one of the candidates among those that qualify.

The business rules are preferably adapted to accommodate one or more of: location, current channel, current channel family, current channel category, time-of-day, offering category, current program, current program genre, current application, current content type, or subscriber profile; and determine which of the content elements are shown via a user interface and when, and in what order and sequence the content elements should be displayed. In one particular embodiment, the business rules are described in XML format.

Generally, the business rules define preferred placements of the content elements based on one or more of the following criteria: time of day, current channel, current broadcast content, viewer demographic, viewer behavior, navigation context or current content category; and may be regarded as rules associated with one or more of the following categories: advertising and promotional rules; TV channel association rules; timing rules for rotation of content, ads, and promotions; category placement rules; VOD metadata rules; or self provisioning rules.

A further embodiment provides for describing programmable conditions for placement of content within an iTV application along multiple dimensions according to business rules that include sets of content programming rules that support creation of user interfaces within which the content is displayed. The content programming rules may include rules for time shifting so as to present different content selections to viewers based on time of day; rules adapted to permit different content selections to be presented based on current broadcast content; rules adapted to dynamically control content within tiled user interfaces; rules adapted to control placement of tiles within tiled user interfaces; rules adapted to permit groupings of ties within tiled user interfaces; and/or rules adapted to permit dynamically controlled transitions between tile groupings within tiled user interfaces. The content programming may be conditioned by dynamically executing the business rules, which may be conditioned by various parameters including: current application, application type, location, time-of-day, day part, current channel, current network family, current channel category, current program, current program genre, current program attributes, current content type, or application data. The business rules may be defined to target subscriber profile attributes including: demographics, service tier, geography, or subscriber behavior.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates one example of a unified application system (UAS) configured in accordance with an embodiment of the present invention.

FIG. 2 illustrates an example of a business rules component configured in accordance with an embodiment of the present invention.

FIGS. 3-15 illustrate examples of user interface screens configured in accordance with various embodiments of the present invention.

DETAILED DESCRIPTION

Described herein are methods and systems for providing preferred placement of programming content within an iTV system. Various embodiments of the present invention provide for organizing or sequencing the display of a set of programmable content elements to a viewer using business rules that describe preferred placement conditions or criteria. Such criteria may include some or all of: brand, content owner, application location, current channel, current channel family, current channel category, time of day, content category, current program, current program genre, current iTV application, current content type, and/or subscriber and set-top box profile and behavior data. In one implementation, the present invention allows for managing the ‘shelf space’ within and for iTV applications.

Within the present system, a server component presents a view of the programmable opportunities for automated control and management of individual programming opportunities or groups of programming opportunities. These programming opportunities can take the shape of lists, positioning within lists, groups of tiles, positioning of graphical elements, elements of a content ticker, or other representation methods for a multiplicity of content elements related via a programmed display or interaction sequence. The system operator (MSO), network programmer or content application owner may control different sets of these programmable opportunities. A single screen (e.g., for presentation to a television viewer) may display one or more groups of programmable opportunities.

The above-cited U.S. patent application Ser. 10/390,064 (the “'064 application”) describes a framework for iTV applications that accommodates a system and method for management and delivery of programmable content, that may include advertising, promotions, content placement packages and/or programming campaign definitions, so as to permit a selection of a specific advertisement, promotion or content at a time of preparation of the iTV content by the server component, and/or a time of execution of the iTV applications by the client component. In the framework described in the '064 application, the iTV applications are tagged in a manner such that the iTV applications present all placement opportunities across all applications as a set of programmable opportunities. In this regard, a programmable opportunity can be any location or set of locations within the iTV applications where content may be placed, said content including advertisements, promotions, data including text, images, links to other applications, and/or audio/video delivered over broadcast or narrowcast, displayed in scaled inset or overlay form. The iTV applications are configured to respond in a subscriber-specific manner to user interactions with the iTV applications.

The selection or programming of content may be made according to one or more business rules, which may include rules for placing and/or automating product offerings, promotions, advertising campaigns, VOD, broadcast-on-demand, transactional opportunities, and/or other types of content across disparate television services. The rules for placing and/or automating product offerings across disparate iTV applications may accommodate multiple selection criteria, for example: location, current channel, current channel family, current channel category, time of day, offering category, current program, current program genre, current iTV application, current content type, and subscriber profile. Further, the business rules may accommodate subscriber-specific rules according to a subscriber profile associated with a particular one of the client devices upon which the client component is resident. The business rules may be selected at any of the following instances: dynamically at the time of execution of the iTV applications, or at the time of application creation.

The above-cited U.S. patent application Ser. No. 10/247,901 (the “'901 application”) describes the concept of ‘preferred placement’ in the context of a user interface for interactive television services in which the content pieces, advertising and promotions can be organized according to configurable business rules to dynamically control the content and preferred placement of elements of content, including tiles, within displayed categories. These business rules can be configured according to time of day, television channel, channel content, preferred placement, viewer demographic, viewer behavior, navigation context and/or content category.

The above-cited U.S. patent application Ser. No. 10/460,950 (the “'950 application”) describes user interfaces for preferred placement that allow for the programming of tiles of ads, promotions or other content in a manner that permits the control of individual tiles and groups of tiles along multiple dimensions. These placement opportunities may be controlled in the many ways described above, and also may be presented to viewers in multiple forms of iTV user interfaces through the common programming mechanisms.

Thus, the above-cited patent applications demonstrate aspects of a system that provides for controlling programming of content within an iTV system. In the present invention these elements are combined to provide a system and method that provides for programming content from the business perspective of ‘pay for placement’ or ‘shelf space’ within a framework of iTV applications.

FIG. 1 illustrates one embodiment of an end-to-end environment 10 for developing, delivering and deploying iTV applications. In this illustration, data feeds 12 are provided to an application server 14 configured to produce iTV application for distribution via headend 18 and network 20. These applications along with other content are received at set-top box 22, which provides output signals to a display devices (e.g., a television set) for presentation to a viewer. Programming rules engine 16 of application server (AS) 14 provides the ability for a network operator, programmer, or content producer to specify rules and conditions to dynamically place and target content to subscribers, and respond to user interaction in different ways; and wherein elements of the programmed content, such as promotions, requests for information, placement opportunities and other elements can be programmed and scheduled across various services. Automated placement and targeting of offerings, promotions, commerce opportunities and content in a unified manner across all iTV services, according to multiple selection rules such as location, current channel, current channel family, current channel category, time-of-day, offering category, current program, current program genre, current application, current content type, and subscriber profile is also provided for.

A programming campaign specifies the programming of a content element and consists of four main components:

-   -   1. A campaign key that uniquely identifies the campaign.     -   2. A list of candidates each providing a set of programmed         values for the element attributes.     -   3. A qualifying predicate for each candidate, that consists of a         generalized set of conditions.     -   4. A display rule, such as sequential, random or weighted, to         select one candidate among those that qualify.

A programmable element is identified by the presence of a special resource key attribute that references a programming campaign; for example, via a lookup using the resource key as an index into a location list that provides the current campaign ID to use for programming the element. The application client (AC) 24 on set-top box 22 executes the campaign definition. This execution results in the selection of a qualifying candidate (e.g., by determining the truth value of the programming conditions). The selected candidate provides a resolution of one or more of the attributes and data of the programmable element, some of which may be newly specified, and some updated (e.g., from default values provided by the template and data package).

The above-described concept of programming by dynamic execution of rules is available as a mechanism to resolve properties of any content element. Wherever possible, triggering of rules execution is given the following preferential treatment (in order):

-   -   1. On AS 14 during construction of the broadcast content.     -   2. On AC 24 for the remaining rules where possible.     -   3. On AS 14 using a 2-way return path (back channel) request         where required.

As further described in the above-cited patent applications, AS 14 includes a programming manager that allows a network operator, programmer or content producer to specify the elements of advertising, promotional opportunities, VOD placement, image and text placement, subscriber targeting, service and application provisioning, interactive user responses and other programming elements in the service. It allows the administrator to specify the condition predicates and dynamic associative lookups and business rules that constitute service programming.

Turning now to FIG. 2, the business rules component 26 of AS 14 is responsible for constructing business rule objects and applying these business rules to template objects. Further information regarding template objects and their construction may be found in the above-cited patent applications. In one embodiment, business rules are described in an XML format and define placement or other objectives that may be based on criteria such as: time of day, current channel, current broadcast content, viewer demographic, viewer behavior, navigation context and/or current content category.

As shown in the illustration, the business rules themselves may, in one embodiment, comprise rules associated with various data categories 28, which include:

-   -   1 Advertising and promotional rules.     -   2 TV channel association rules.     -   3 Timing rules (e.g., for rotation of content, ads and         promotions).     -   4 Category placement rules.     -   5 Preferred placement rules.     -   6 VOD metadata rules.     -   7 Self provisioning rules.

The business rules component 26 receives the business rules, interprets them, and provides instructions that will eventually be applied to layout and display objects. The business rules component 26 determines what interface elements 30 (e.g., data, images, ads, menu choices, etc.) are shown and when, and in what order and sequence those elements should be displayed. In one embodiment this may include displaying an advertisement for a sports product when the viewer is tuned to a sports channel. In another embodiment this may include providing links to a specific video when a user tuned a specific channel at a specific time.

By way of illustration only, and without limitation, the XML example provided in '064 application provides for location definition and preferred placement within programming campaign definitions:

<?xml version=″1.0″ encoding=″UTF-8″?> <meta-business-rules> <!— location list identifies the campaign -- > <location-list start=″938129″ end=″948128″> <location> <resource key=″2″/> <campaign-schedule id=″1_176_80″> <interval start=″938129″ end=″948128″/> </campaign-schedule> </location> </location-list> <?xml version=″1.0″ encoding=″UTF-8”?> <!—programming campaign resolves the element attributes and data -- > <campaign-list start=″938129″ end=″948128″>  <campaign id=″1_176_80″ displayrule=″2″> <element id=″1_176_81″ type=″1″ displayruledata=″1″ onclick=”vod(″10100011)” src=″img24135.ast″ default=″true″> <condition> <equal name=″package″ value=″bronze″/> </condition> <condition> <equal name=″package″ value=″silver″/> <equal name=″hbo″ value=″no″/> </condition> </element> <element id=″1_176_82″ type=″1″ displayruledata=″2″ onclick=”vod(″10100012)” src=″img24138.ast″ > <condition> <equal name=″package″ value=″platinum″/> </condition> <condition> <equal name=″package″ value=″silver″/> <equal name=″hbo″ value=″yes″/> </condition>  </element>  </campaign> </campaign-list> </meta-business-rules> In this example, the ‘displayrule’ attribute indicates a preferred placement rule or sequence is to be applied, and the ‘displayruledata’ attribute provides the sequence data for the business rules component 26 to apply the ordering for content in the presentation user interface.

As another example, and without limitation, the XML example provided below illustrates another implementation of the business rules for preferred placement within programming campaign definition:

<?xml version=“1.0” encoding=“UTF-8”?> <!-- This is generated on per Application basis --> <programming> <!-- programming based on location --> <ruleSetList> <!-- A ruleSet identifies a location in the application, i.e. a group of identical programmable elements --> <ruleSet location=“111” default=“211” displayRule=“firstFound”> <rule id=“311”> <conditionRef id=“1”/> <actionRef id=“11”/> </rule> <rule id=“312”> <conditionRef id=“2”/> <actionRef id=“12”/> </rule> <!-- the rule with id marked by default attribute in the enclosing ruleSet --> <rule id=“211”> <actionRef id=“21”/> </rule> </ruleSet> <ruleSet location=“112” default=“212” displayRule=“sequential”> <rule id=“411”> <conditionRef id=“3”/> <actionRef id=“13”/> </rule> <rule id=“412”> <conditionRef id=“4”/> <actionRef id=“14”/> </rule> <rule id=“212”> <actionRef id=“22”/> </rule> </ruleSet> <ruleSet location=“113” default=“213” displayRule=“random”> <rule id=“511”> <conditionRef id=“5”/> <actionRef id=“15”/> </rule> <rule id=“512”> <conditionRef id=“6”/> <actionRef id=“16”/> </rule> <rule id=“213”> <actionRef id=“23”/> </rule> </ruleSet> <ruleSet location=“114” default=“214” displayRule=“weighted”> <!-- A rule with no condition is always in contention for selection --> <rule id=“611”> <actionRef id=“17”/> </rule> <rule id=“612”> <conditionRef id=“8”/> <actionRef id=“18”/> </rule> <!-- a rule is treated default only when no rule is selected. Otherwise,  a rule designated as default still pariticipates in race for selection  and has conditions that should return true on test, to qualify.  When acting as a default rule, test condition results are ignored. --> <rule id=“214”> <conditionRef id=“7”/> <actionRef id=“24”/> </rule> </ruleSet> </ruleSetList> <actionList> <action id=“11”> <image src=“/pepsi/britney.jpg” type=“pframe”> <pframe key=“11” x=“100” y=“150”/> <pframe key=“12” x=“200” y=“150”/> </image> <image src=“pepsi/logo.jpg” type=“pframe”> <pframe key=“11” x=“150” y=“250”/> <pframe key=“12” x=“250” y=“250”/> </image> <image src=“pepsi/bottle.jpg” type=“pframe”> <pframe key=“11” x=“200” y=“350”/> <pframe key=“12” x=“300” y=“350”/> </image> <button type=“vod” onclick=“66”>Go</button> </action> <action id=“12”> <image src=“/weather.jpg” type=“bitmap”/> <hotspot type=“url” onclick=“/weather/forecast.xml”/> <image src=“/graph.jpg” type=“bitmap”/> <hotspot type=“url” onclick=“/finance/headlines.xml”/> </action> <action id=“14”> <image src=“/harrypotter.jpg” type=“bitmap”/> <text>Harry Potter and the Chamber of Secrets</text> <hotspot type=“vod” onclick=“12”/> </action> <action id=“15”> <image src=“/startrek.jpg” type=“bitmap”/> <text>Star Trek: Generations</text> <button type=“vod” onclick=“48”>Preview</button> </action> <!--  <action id=“16”>  </action>  <action id=“17”>  </action>  <action id=“18”>  </action>  <action id=“21”>  </action>  <action id=“22”>  </action>  <action id=“23”>  </action>  <action id=“24”>  </action>  --> </actionList> <conditionList> <condition id=“1”> <and> <!-- current channel --> <test lhs=“channel.name” rhs=“DISN” op=“eq”/> <!-- current program genre --> <test lhs=“program.genre” rhs=“COMEDY” op=“eq”/> <!-- current program attributes --> <test lhs=“program.length” rhs=“1800” op=“eq”/> <test lhs=“system.time” rhs=“229012380911” op=“ge”/> <test lhs=“system.time” rhs=“229012381840” op=“lt”/> </and> </condition> <condition id=“2”> <!-- current program --> <test lhs=“program.name” rhs=“SEINFELD” op=“eq”/> </condition> <condition id=“3”> <and> <!-- current network family --> <test lhs=“channel.network” rhs=“ESPN” op=“eq”/> <!-- current channel category --> <test lhs=“channel.category” rhs=“SPORTS” op=“eq”/> <!-- current iTV content type or category --> <test lhs=“hmenu.category” rhs=“GOLF” op=“eq”/> <test lhs=“vmenu.category” rhs=“ON NOW” op=“eq”/> <!-- time of the day, or day parts etc. --> <test lhs=“system.time” rhs=“219012380919” op=“ge”/> <test lhs=“system.time” rhs=“219012381838” op=“lt”/> </and> </condition> <condition id=“4”> <or> <test lhs=“favorites.content” rhs=“ESPN” op=“eq”/> <test lhs=“last.content” rhs=“ESPN” op=“eq”/> <test lhs=“last.genre” rhs=“SPORTS” op=“eq”/> <test lhs=“favorites.genre” rhs=“SPORTS” op=“eq”/> </or> </condition> <condition id=“5”> <or> <!-- set top properties : zip code--> <test lhs=“subscriber.zipcode” rhs=“14128” op=“eq”/> <!-- subscriber profile : service tier --> <test lhs=“subscription.tier” rhs=“SILVER” op=“le”/> </or> </condition> <condition id=“6”> <or> <!-- saved set top behavior : last accessed --> <test lhs=“last.channel” rhs=“FOXM” op=“eq”/> <test lhs=“last.network” rhs=“FOX” op=“eq”/> <!-- saved subscriber info : favorites --> <test lhs=“favorites.channel” rhs=“FOXM” op=“eq”/> <test lhs=“favorites.network” rhs=“FOX” op=“eq”/> </or> </condition> <condition id=“7”> <or> <test lhs=“subscriber.gender” rhs=“M” op=“eq”/> <test lhs=“channel.name” rhs=“MEN” op=“eq”/> </or> </condition> <condition id=“8”> <and> <!-- subscriber profile : demographics --> <test lhs=“subscriber.age” rhs=“21” op=“gt”/> <!-- current channel network --> <test lhs=“channel.network” rhs=“HBO” op=“eq”/> <!-- application data --> <data name=“$$billing.hbo.paid[subscriber]” value=“TRUE” op=“eq”/> </and> </condition> </conditionList> <videoList> <video number=“12”> <title>Harry Potter: The Chamber of Secrets</title> <providerId>Warner</providerId> <adiAssetId>1230982168092242</adiAssetId> </video> <video number=“48”> <title>Star Trek: Generations</title> <providerId>Paramount</providerId> <adiAssetId>1788752120922242</adiAssetId> </video> <video number=“66”> <title>Pepsi: Britney Singing Promotion</title> <providerId>Pepsi</providerId> <adiAssetId>1230982120922242</adiAssetId> </video> </videoList> <resourceKeyMap> <channel name=“news”> <template path=“headlines.xml” resource=“1” key=“11” location=“111”/> <template path=“details.xml” included=“story.xml” resource=“1” key=“12” location=“112”/> </channel> <channel name=“sports”> <template path=“headlines.xml” resource=“1” key=“21” location=“111”/> <template path=“details.xml” included=“story.xml” resource=“1” key=“22” location=“114”/> <template path=“scores.xml” resource=“1” key=“23” location=“114”/> </channel> <channel name=“weather”> <template path=“headlines.xml” resource=“1” key=“31” location=“111”/> <template path=“forecast.xml” resource=“1” key=“32” location=“112”/> <template path=“maps.xml” resource=“1” key=“33” location=“112”/> </channel> <channel name=“finance”> <template path=“headlines.xml” resource=“1” key=“51” location=“111”/> <template path=“dow.xml” included=“graph.xml” resource=“1” key=“52” location=“113”/> <template path=“nasdaq.xml” included=“graph.xml” resource=“1” key=“53” location=“113”/> </channel> </resourceKeyMap> </programming>

As an example, and without limitation, an XML schema that supports the above XML example can be given by the following XSD definition:

<?xml version=“1.0” encoding=“UTF-8”?> <xs:schema xmlns:xjc=“http://java.sun.com/xml/ns/jaxb/xjc” xmlns:jxb=“http://java.sun.com/xml/ns/jaxb” xmlns:xs=“http://www.w3.org/2001/XMLSchema” elementFormDefault=“qualified” attributeFormDefault=“unqualified” jxb:version=“1.0” jxb:extensionBindingPrefixes=“xjc”> <xs:annotation> <xs:appinfo> <jxb:globalBindings> <xjc:serializable/> </jxb:globalBindings> </xs:appinfo> </xs:annotation> <xs:element name=“programming”> <xs:annotation> <xs:documentation>doc root of programming engine output</xs:documentation> </xs:annotation> <xs:complexType> <xs:all> <xs:element ref=“ruleSetList”/> <xs:element ref=“actionList”/> <xs:element ref=“conditionList” minOccurs=“0”/> <xs:element ref=“videoList” minOccurs=“0”/> <xs:element ref=“resourceKeyMap”/> </xs:all> </xs:complexType> </xs:element> <xs:element name=“ruleSetList”> <xs:complexType> <xs:sequence maxOccurs=“unbounded”> <xs:element ref=“ruleSet”/> </xs:sequence> </xs:complexType> </xs:element> <xs:element name=“ruleSet”> <xs:complexType> <xs:sequence maxOccurs=“unbounded”> <xs:element ref=“rule”/> </xs:sequence> <xs:attribute name=“location” type=“xs:unsignedInt” use=“required”/> <xs:attribute name=“default” type=“xs:unsignedInt” use=“required”/> <xs:attribute name=“displayRule” type=“displayRuleType” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“rule”> <xs:complexType> <xs:sequence> <xs:element ref=“conditionRef” minOccurs=“0” maxOccurs=“unbounded”/> <xs:element ref=“actionRef”/> </xs:sequence> <xs:attribute name=“id” type=“xs:unsignedInt” use=“required”/> <xs:complexType> </xs:element> <xs:element name=“actionRef”> <xs:complexType> <xs:attribute name=“id” type=“xs:unsignedInt” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“conditionRef”> <xs:complexType> <xs:attribute name=“id” type=“xs:unsignedInt” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“conditionList”> <xs:complexType> <xs:choice maxOccurs=“unbounded”> <xs:element ref=“condition”/> </xs:choice> </xs:complexType> </xs:element> <xs:element name=“condition”> <xs:complexType> <xs:choice> <xs:element ref=“or” minOccurs=“0”/> <xs:element ref=“and” minOccurs=“0”/> <xs:element ref=“test” minOccurs=“0”/> <xs:element ref=“data” minOccurs=“0”/> </xs:choice> <xs:attribute name=“id” type=“xs:unsignedInt”/> </xs:complexType> </xs:element> <xs:element name=“or”> <xs:complexType> <xs:choice maxOccurs=“unbounded”> <xs:element ref=“and” minOccurs=“0”/> <xs:element ref=“test” minOccurs=“0”/> <xs:element ref=“data” minOccurs=“0”/> </xs:choice> </xs:complexType> </xs:element> <xs:element name=“and”> <xs:complexType> <xs:choice maxOccurs=“unbounded”> <xs:element ref=“or” minOccurs=“0”/> <xs:element ref=“test” minOccurs=“0”/> <xs:element ref=“data” minOccurs=“0”/> </xs:choice> </xs:complexType> </xs:element> <xs:element name=“test”> <xs:complexType> <xs:attribute name=“lhs” type=“paramType” use=“required”/> <xs:attribute name=“rhs” type=“xs:string” use=“required”/> <xs:attribute name=“op” type=“opType” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“data”> <xs:complexType> <xs:attribute name=“name” type=“xs:string” use=“required”/> <xs:attribute name=“value” type=“xs:string” use=“required”/> <xs:attribute name=“op” type=“opType” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“actionList”> <xs:complexType> <xs:choice maxOccurs=“unbounded”> <xs:element ref=“action”/> </xs:choice> </xs:complexType> <xs:element> <xs:element name=“action”> <xs:complexType> <xs:choice maxOccurs=“unbounded”> <xs:element ref=“image” minOccurs=“0”/> <xs:element ref=“text” minOccurs=“0”/> <xs:element ref=“button” minOccurs=“0”/> <xs:element ref=“hotspot” minOccurs=“0”/> </xs:choice> <xs:attribute name=“id” type=“xs:unsignedInt” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“hotspot”> <xs:complexType> <xs:attribute name=“type” type=“targetType” use=“optional”/> <xs:attribute name=“onclick” type=“xs:string” use=“optional”/> </xs:complexType> </xs:element> <xs:element name=“button”> <xs:complexType> <xs:simpleContent> <xs:extension base=“xs:string”> <xs:attribute name=“type” type=“targetType” use=“optional”/> <xs:attribute name=“onclick” type=“xs:string” use=“optional”/> </xs:extension> </xs:simpleContent> </xs:complexType> </xs:element> <xs:element name=“image”> <xs:complexType> <xs:choice minOccurs=“0” maxOccurs=“unbounded”> <xs:element ref=“pframe” minOccurs=“0”/> </xs:choice> <xs:attribute name=“src” type=“xs:string” use=“required”/> <xs:attribute name=“type” type=“imageType” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“text” type=“xs:string”/> <xs:element name=“pframe”> <xs:complexType> <xs:attribute name=“pid” type=“xs:string” use=“optional”/> <xs:attribute name=“key” type=“xs:unsignedInt” use=“required”/> <xs:attribute name=“x” type=“xs:unsignedShort” use=“required”/> <xs:attribute name=“y” type=“xs:unsignedShort” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“videoList”> <xs:complexType> <xs:choice maxOccurs=“unbounded”> <xs:element ref=“video”/> </xs:choice> </xs:complexType> </xs:element> <xs:element name=“video”> <xs:complexType> <xs:all> <xs:element ref=“title”/> <xs:element ref=“providerId”/> <xs:element ref=“adiAssetId”/> </xs:all> <xs:attribute name=“number” type=“xs:unsignedByte” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“title” type=“xs:string”/> <xs:element name=“providerId” type=“xs:string”/> <xs:element name=“adiAssetId” type=“xs:string”/> <xs:element name=“resourceKeyMap”> <xs:complexType> <xs:choice maxOccurs=“unbounded”> <xs:element ref=“channel”/> </xs:choice> </xs:complexType> </xs:element> <xs:element name=“channel”> <xs:complexType> <xs:choice maxOccurs=“unbounded”> <xs:element ref=“template”/> </xs:choice> <xs:attribute name=“name” type=“xs:string” use=“required”/> </xs:complexType> </xs:element> <xs:element name=“template”> <xs:complexType> <xs:attribute name=“path” type=“xs:string” use=“required”/> <xs:attribute name=“included” type=“xs:string” use=“optional”/> <xs:attribute name=“resource” type=“xs:unsignedByte” use=“required”/> <xs:attribute name=“key” type=“xs:unsignedInt” use=“required”/> <xs:attribute name=“location” type=“xs:unsignedInt” use=“required”/> </xs:complexType> </xs:element> <xs:simpleType name=“opType”> <xs:restriction base=“xs:NMTOKEN”> <xs:enumeration value=“eq”/> <xs:enumeration value=“ne”/> <xs:enumeration value=“lt”/> <xs:enumeration value=“le”/> <xs:enumeration value=“gt”/> <xs:enumeration value=“ge”/> </xs:restriction> </xs:simpleType> <xs:simpleType name=“targetType”> <xs:restriction base=“xs:NMTOKEN”> <xs:enumeration value=“channel”/> <xs:enumeration value=“url”/> <xs:enumeration value=“vod”/> <xs:restriction> </xs:simpleType> <xs:simpleType name=“imageType”> <xs:restriction base=“xs:NMTOKEN”> <xs:enumeration value=“bitmap”/> <xs:enumeration value=“pframe”/> </xs:restriction> </xs:simpleType> <xs:simpleType name=“paramType”> <xs:restriction base=“xs:NMTOKEN”> <xs:enumeration value=“system.time”/> <xs:enumeration value=“channel.name”/> <xs:enumeration value=“channel.network”/> <xs:enumeration value=“channel.category”/> <xs:enumeration value=“hmenu.category”/> <xs:enumeration value=“vmenu.category”/> <xs:enumeration value=“category.content”/> <xs:enumeration value=“program.name”/> <xs:enumeration value=“program.genre”/> <xs:enumeration value=“program.length”/> <xs:enumeration value=“subscriber.age”/> <xs:enumeration value=“subscriber.gender”/> <xs:enumeration value=“subscriber.zipcode”/> <xs:enumeration value=“subscription.tier”/> <xs:enumeration value=“favorites.channel”/> <xs:enumeration value=“favorites.network”/> <xs:enumeration value=“favorites.genre”/> <xs:enumeration value=“favorites.content”/> <xs:enumeration value=“last.channel”/> <xs:enumeration value=“last.network”/> <xs:enumeration value=“last.content”/> <xs:enumeration value=“last.genre”/> </xs:restriction> </xs:simpleType> <xs:simpleType name=“displayRuleType”> <xs:restriction base=“xs:NMTOKEN”> <xs:enumeration value=“random”/> <xs:enumeration value=“sequential”/> <xs:enumeration value=“weighted”/> <xs:enumeration value=“firstFound”/> </xs:restriction> </xs:simpleType> </xs:schema>

Programmable Conditions

The business rules that describe the programmable conditions for the placement of content long multiple dimensions, include sets of content programming rules that support the creation of user interfaces that permit (without limitation) the following:

-   -   a Time-shifted user interfaces that present different content         selections to viewers based on time of day. Preferred placement         selection can be conjunctive to time-of-day content selection.     -   b User interfaces wherein the viewer is presented different         content selections based on the current broadcast content, to         enhance the current broadcast and extend the content bandwidth.         Preferred placement selection can be conjunctive to current         broadcast dependent content selection.     -   c Tiled user interfaces wherein business rules can be specified         to dynamically control content of each tile anti/or dynamically         control placement of each tile (preferred placement).     -   d Tiled user interfaces wherein the screen can be divided         dynamically into different groupings of tiles, where the tiles         have different sizes. Preferred placement selection can be         conjunctive to content size and type.     -   e Tiled user interfaces consisting of groupings of grids of         tiles wherein each grouping may be further sub-divided into more         granular groupings of smaller tiles, based on navigation flow         and business rules. These groupings may be individually         scrollable using a remote control device.     -   f Tiled user interfaces wherein the transition between different         tiled groupings on the screen can be dynamically controlled.         Preferred placement selection can be conjunctive to positioning         before or after such transition between groupings.     -   g Tiled user interfaces wherein the number of tiles in each         screen grouping can be dynamically controlled. Preferred         placement selection can be a factor in dynamically controlling         the number of tiles in a grouping.     -   h Tiled user interfaces wherein the tiled screen groupings can         be configured at a prior time and dynamically selected using         business rules, including preferred placement rules.

Promotions, up-sells, advertising, customer care and other content programming can be controlled by the MSO and/or MSO-designated networks and programmers. The programming of content can be conditioned by various dynamically executed business rules conditioned by parameters exemplified, without limitation, by the XML examples above:

-   -   a Current Application and application type.     -   b Location.     -   c Time-of-day and Day part.     -   d Current channel.     -   e Current network family.     -   f Current channel category.     -   g Current Program (TV or VOD).     -   h Current Program genre.     -   i Current Program attributes.     -   j Current Content type.     -   k Application data.

Programming business rules can also be defined to target subscriber profile attributes such as:

-   -   a Demographic.     -   b Service tier.     -   c Geographic (e.g., based on postal code).     -   d Saved subscriber and set-top behavior and previous actions.

Turning now to user interfaces that illustrate aspects of the present invention. FIGS. 3-15 present examples of preferred placement within various user interface screens, which, without limitation, demonstrate implementations of the placement of content along multiple dimensions as described above. Taking each illustration in turn, FIGS. 3 and 4 illustrate an embodiment of the above-described features for preferred placement within a user interface and navigation scheme that provides for:

-   -   1 Dividing the screen into a grid of thirds;     -   2 Dynamically dividing each third into further sub-groupings         which are themselves grids of tiles (the content of each tile         can be dynamically controlled based on business rules); and     -   3 Allowing each grouping or grid of tiles to be individually         scrolled or a tile therein selected using a remote control or         other user input device.         FIG. 3 illustrates a user interface screen 32 showing an example         of a top level grid called “Entertainment”. FIG. 4 illustrates a         user interface screen 34 showing an example of navigation to a         next-level detail grid within the Entertainment section.

Collectively, FIGS. 3 and 4 illustrate the placement of content ‘above the fold’ so that an application operator can dynamically place certain content tiles on the first application screen seen by the viewer. Subsequent content tiles are available via a navigation (e.g., scrolling or paging the tiles) to a second and subsequent screen(s) of content tiles.

In the embodiment shown in FIG. 5, the viewer is presented a user interface screen 36 that includes a combination of broadcast and on-demand content selections. Such a user interface makes available a vast library of on-demand content, combining broadcast and on-demand in an intuitive way. FIG. 5 shows an interactive program guide with the on-demand content mixed into the listings every N number of listings, N being configurable to the application system.

FIG. 5 illustrates two mechanisms of preferred placement at work. On the left side of user interface 36 is shown a list of on-demand categories. This list of categories is subject to preferred placement business rules, for example, sequential placement rules for each category based on time-of-day and/or category priority. Furthermore, the viewer may be provided with an interface to update the prioritization of such content selections. In addition, content tiles for specific on-demand programming are provided. This list of content tiles is also subject to preferred placement business rules, such as by way of illustration only, sequential placement rules based on brand (e.g., Disney), specific show (e.g., Sopranos), etc., in a manner that changes dynamically based on, for example, time-of-day and/or user profile and behavior data, etc.

FIG. 6 illustrates a user interface screen 38 that includes an example of a Main Menu application 40, which is an overlay over the current video display (whether broadcast TV or on-demand content) that enables navigation to all other iTV services. A viewer may access the main menu 40 by pressing an appropriate button on a remote control. This main menu 40 provides key advertising space by virtue of being one of the top iTV screens. In this example, the preferred placement of content extends to the types and content of the tiles along the bottom horizontal surface 42 of the L-shaped window occupied by the main menu application. Furthermore, in this example, the list of selectable categories and applications in the menu list is programmable, including the selection and sequence of content items.

In some cases special offers may be shown only to viewers who do not presently have access to the featured service. Multiple promotions may be targeted to a given location and selected according to an MSO-controlled rule. Programming campaigns for overlay applications such as the main menu 40 may be broadcast out-of-band using trickle feed and updated dynamically by the application client. Overlay application campaigns may also be broadcast in-band in special cases as described below.

Category Applications

FIGS. 7-9 illustrate a type of iTV application called category applications, which can extend across many themes (such as Sports, Movies, Kids, Travel, History, Entertainment, Home, Parenting, etc.). These applications are branded by an MSO and provide a general navigation interface to all programming in their respective categories, blending linear broadcast programming with on-demand programming and other news, trivia, tickers and other information content relevant to that category. The MSO can deploy category applications as part of a core iTV navigation service. By using the programming engine, category applications can be monetized in a uniform manner by the programming of ad tiles, video ads, broadcast channel sponsorships, and on-demand listings.

FIGS. 7 and 8 illustrate user interface screens 44 and 46 associated with an example of a Sports Category Application that allows the viewer to navigate through available sports programming and by individual sport, for both linear and on-demand programming. Some of the key opportunities to monetize this application through advertising and promotions include ad tiles, video sponsorship and preferred placement. For example, advertisement tile space can be designed into the Sports Application, as shown in the lower left of user interface 44 of FIG. 7 and user interface 46 of FIG. 8. As in other contexts, ad tiles can be programmed by application, location, time-of-day or day part, current channel, channel family, current program, etc. Ad tile programming can also be targeted by subscriber profile attributes such as demographic, service tier, zip code etc.

Video sponsorship opportunities also exist and videos may be displayed in appropriate inset windows as illustrated in these examples. For example, a broadcaster or network operator may sponsor the Sports Application by paying for a video inset that is dynamically scaled on the server and broadcast alongside the Sports Application data carousel in the same 6 MHz channel. In general, iTV applications that overlay full screen or inset video can read data and programming campaigns from the in-band carousel without having to ‘tune-away’ only if the the video channel is broadcast in the same 6-Mhz channel as the data carousel. This supports video sponsorship opportunities such the ones described herein as well as MSO barker channels.

In addition, on-demand programming can be listed according to a priority that includes ‘pay-for-placement’. Content providers can pay to be listed higher in sequence thereby being the first titles that the viewer sees. FIG. 9 illustrates, by way of analogy, a user interface screen 48 showing a Movies Category Application that provides the viewer with movies listings across linear and on-demand programming, and that is navigable by category and genre. This application provides the same kinds of advertising opportunities for monetizing the core iTV services, including ad tiles, video spots and preferred placement. The video spots may be run as a continuous ad loop that is programmed, pre-produced and broadcast into the 6 MHz channel containing the application data carousel. The ad loop can be replaced at MSO-controlled intervals using the programming manager.

Channel Hat

FIG. 10 illustrates a user interface screen 50 that includes a channel hat application 52 that provides channel and program information in overlay over video. Programming opportunities for ad tiles and programmer links can be provided in this type of application. For example, ad tiles may be dynamically sensitive to the channel information being displayed in the channel hat (as in this example, an ad for the Anna Nicole show is displayed when the E! channel is displayed). These tiles are also programmable along the dimensions previously discussed and can link to broadcast, on-demand video or interactive applications. The MSO can also provide a programmer with a link to a programmer application or mini-guide as described below. Both the link as well as the programmer application may be monetizable opportunities.

Network Application/Mini-Guides

FIG. 11 illustrates an example of a user interface screen 54 by which an MSO can make network ‘virtual channels’ available to viewers in addition to the core iTV content navigation service. These are content areas that focus on network-branded content such as an E! Entertainment application or an ESPN™ Sports application. Whereas in the previous examples, an MSO managed the advertising and promotional space in the core iTV navigation application, with programmer applications it is the network that manages much of the advertising space. Nevertheless, the same programming manager provides the programming campaign management interfaces and allows the MSO to control and moderate all iTV advertising and programming functions to provide a unified service to the viewer.

The MSO can provide (paid) access to the network application in four ways: from the channel information bar associated with that channel; from the channel indicator in any On Now, On Later or Guide listing; from the channel indicator in the On Demand interface; and from promotional tiles advertising E!™ in others areas of the iTV service. The present example contains a pre-produced scaled video stream (VOD) blended with a full frame I-frame or motion background and listings for programs available on now, on later, and on demand as well as other content and promotions. By way of example, an E! application might provide the viewer with navigation to all On Now, On Later and On Demand programming from E! The subscriber can filter content by network-defined category selections and metadata.

Two content/promotions campaigns are also shown in the example illustrated in FIG. 11. Promotions will usually be programmer-defined and can include available on-demand content, On Now programming and managed content links. Programming selections will ideally be conditioned by the category selections in view and campaign elements will thus appear dependent on application data as well.

Pre-produced scaled video can be broadcast as one of the category video feeds, in which case the programmer channel would be carried on the same 6 Mhz channel as the data carousel and thus have access to the carousel. Alternatively, the pre-produced programmer application video can be broadcast on another channel, which would be tuned after the programmer application data is loaded.

Microsites

Similar to the network/programmer applications above, but on a smaller scale, microsites are advertiser and local content provider destinations consisting of a few (e.g., one to three) pages of content. Under the MSO's control, promotions and ad tiles may be sprinkled throughout the iTV service leading viewers to these advertising destinations, in addition to access from menu listings in the ‘advertisers’ content area of the core iTV service.

“Shelf Space” Business Example

“Shelf space” describes how the MSO iTV application model can support business drivers, such as pay-for-placement, in order to monetize the core iTV navigation service as well as other iTV applications to sustain a free VOD model with advertising dollars. The following table 1 summarizes certain premium shelf space advertising elements and the application types that support each one.

TABLE 1 Premium Shelf Space Applications Ad Tiles All (Main Menu, MSO Home, Guide, Channel Hat, Movies On-Demand, Sports, Entertainment, Other Category Apps, Programmer Apps/Mini-guides, Settings, Parental Control, etc.) Scaled video Movies, Sports, Entertainment, Category Apps, Programmer Apps/Mini-guides List placement Movies, Sports, Entertainment, Category Apps, Programmer Apps/Mini-guides, Search Top Picks Movies, Sports, Entertainment, Category Apps, Programmer Apps/Mini-guides, Search, Main Menu Several examples are provided to illustrate scenarios for managing shelf space within iTV applications.

FIG. 12 illustrates a user interface screen 56 that provides an alternative treatment to illustrate the On-Demand category, ‘Featured Today’, which provides for the placement of a video promotion using the preferred placement business rules described herein. It demonstrates the programmable selection of featured previews, changing at scheduled intervals. Multiple video preview promotions may be presented in a sequence to the viewer, with the video lists being swapped out at each programming campaign update. The viewer may choose to view the program in its entirety at any time, for example by clicking on a hotspot that is navigable in the interface. Furthermore, user interface screen 56 demonstrates the addition of content tile groupings that promote different types of content (in this case a broadcast show and an on-demand title), the specific content being dynamically selectable according to the programming and selection rules described above.

FIGS. 13-15 similarly illustrate linear and on-demand content interfaces 58, 60 and 62, respectively, that provide examples of the dynamic preferred placement of content with above- and below-the-fold placement, placement of listings and tiles high in the sequence (e.g., to the top of the list) based on preferred placement rules. FIGS. 13 and 14 illustrate an example of network preferred placement with on-demand titles from HBO, Starz, Sundance placed above the fold. In FIG. 14 the preferred provider tiles are intermixed with generic category tiles. FIG. 15 illustrates and example of an MOD Top Picks Placement, demonstrating preferred placement of ‘Top Picks’

Collectively, all of the preferred placement concepts demonstrated herein and as illustrated in FIGS. 3 to 15 incorporate ‘shelf space’ assets that can be programmed as described in the progammable conditions section above, and in general consist of ad tiles, scaled video, list placement and top picks:

-   -   a Ad Tiles—Programmers and advertisers can pay for the placement         of promotions/ads in specific WCDUI applications (e.g., Main         Menu, Sports, Movies On-Demand) based on a combination of         programming conditions such as day part, IPG schedule, content         category, service tier, channel/channel family, zip code, etc.         Promotions can link to a VOD asset, to an interactive site (such         as a specialty site, or a programmer application or a         mini-guide), to current programming in the case of a TV program         promotion, or to the Reminders or PVR Application in the case of         On Later programming.     -   b Scaled video—Scaled video windows can support the programming         of video clips on specific WCDUI applications (e.g., Sports,         Movies On-Demand, Category Applications) based on multiple         programming conditions such as day part, IPG schedule, content         category, etc. These video clips, ads or previews may be user         selectable, leading the viewer to a purchase screen for the         promoted asset, to the Reminders or PVR App for the show, or to         an advertiser iTV site.     -   c List placement—The present application system can support         programming of premium placement of VOD listings for the various         WCDUI applications such as Movies, Sports, Entertainment and         other Category Applications. This support may depend on an         enhanced interface to the client database so that the MAS         programming engine can write a placement priority flag to the         VOD listings database for selection during client database query         execution.     -   d Top Picks—A Top Picks tab can be added to applicable WCDUI         applications such as Movies, Sports, Entertainment and other         Category Applications. These WCDUI application avails are made         available through the programming manager. Programmers pay for         priority placement of content into this space.

Programming Manager

A programming manager associated with the application server may enable the MSO to manage and control all of the advertising opportunities described above in a uniform manner across all iTV applications deployed with the present application system across markets, platforms and middleware. The programming manager provides an administrative interface to create and manage programming campaigns. Using the programming manager, the MSO can specify and organize the business rules that target programmable content to subscribers, across disparate iTV applications distributed to multiple markets. The programming engine executes these programming campaigns and server rules, generates programmable content and client business rules, and thus automates the flow of programmable content into enabled applications. The present application system will also integrate with the MSO web application interfaces to retrieve service tiers and franchise rate codes to enable targeting content based on subscriber profile information.

As used here, the term ‘programming’ refers to the ability to dynamically control the promotions, advertising, video and other types of content that appear across all interactive services in a unified manner, as well as to control the manner and deployment of the application services themselves. The programming manager may include web-based interfaces for the MSO, and MSO-approved content partners to dynamically control and schedule these promotions, advertising, video and other types of content in a uniform manner based on relevance and other business rules. It provides customized management interfaces for specific functions such as managing application and programming asset inventory and for defining promotional, up-sell and ad campaigns. VOD asset metadata, program listings and managed content metadata are made available to programming interfaces via browsers and query engines.

As used herein, the terms “computer method,” “computer program”, “routine,” and “subroutine” are substantially synonymous, with “computer method” being used typically (but not exclusively) to describe collections or groups of the latter two elements. Such programs and routines/subroutines may be rendered in any language including, without limitation, C#, C/C++, Fortran, COBOL, PASCAL, assembly language, markup languages (e.g., HTML, SGML, XML, VoXML), and the like, as well as object-oriented environments such as the Common Object Request Broker Architecture (CORBA), Java™ and the like. In general, however, all of the aforementioned terms as used herein are meant to encompass any series of logical steps performed in a sequence to accomplish a given purpose.

It should be appreciated that some portions of the detailed description above were presented in terms of algorithms and symbolic representations of operations on data within a computer memory. These algorithmic descriptions and representations are the means used by those skilled in the computer science arts to most effectively convey the substance of their work to others skilled in the art. An algorithm is here, and generally, conceived to be a self-consistent sequence of steps leading to a desired result. The steps are those requiring physical manipulations of physical quantities. Usually, though not necessarily, these quantities take the form of electrical or magnetic signals capable of being stored, transferred, combined, compared and otherwise manipulated. It has proven convenient at times, principally for reasons of common usage, to refer to these signals as bits, values, elements, symbols, characters, terms, numbers or the like. It should be borne in mind, however, that all of these and similar terms are to be associated with the appropriate physical quantities and are merely convenient labels applied to these quantities. Unless specifically stated otherwise, it will be appreciated that throughout the description of the present invention, use of terms such as “processing”, “computing”, “calculating”, “determining”, “displaying” or the like, refer to the action and processes of a computer system, or similar electronic computing device, that manipulates and transforms data represented as physical (electronic) quantities within the computer system's registers and memories into other data similarly represented as physical quantities within the computer system memories or registers or other such information storage, transmission or display devices.

The present invention can be implemented with an apparatus to perform the operations described herein. This apparatus may be specially constructed for the required purposes, or it may comprise a general-purpose computer, selectively activated or reconfigured by a computer program stored in the computer. Such a computer program may be stored in a computer readable storage medium, such as, but not limited to, any type of disk including floppy disks, optical disks, CD-ROMs, and magnetic-optical disks, read-only memories (ROMs), random access memories (RAMs), EPROMs, EEPROMs, magnetic or optical cards, or any type of media suitable for storing electronic instructions, and each coupled to a computer system bus.

The algorithms and processes presented herein are not inherently related to any particular computer or other apparatus. Various general-purpose systems may be used with programs in accordance with the teachings herein, or it may prove convenient to construct more specialized apparatus to perform the required method. For example, any of the methods according to the present invention can be implemented in hard-wired circuitry, by programming a general-purpose processor or by any combination of hardware and software. One of ordinary skill in the art will immediately appreciate that the invention can be practiced with computer system configurations other than those described below, including hand-held devices, multiprocessor systems, microprocessor-based or programmable consumer electronics, DSP devices, network PCs, minicomputers, mainframe computers, and the like. The invention can also be practiced in distributed computing environments where tasks are performed by remote processing devices that are linked through a communications network. The required structure for a variety of these systems will appear from the description below.

The methods of the present invention may be implemented using computer software. If written in a programming language conforming to a recognized standard, sequences of instructions designed to implement the methods can be compiled for execution on a variety of hardware platforms and for interface to a variety of operating systems. In addition, the present invention is not described with reference to any particular programming language. It will be appreciated that a variety of programming languages may be used to implement the teachings of the invention as described herein. Furthermore, it is common in the art to speak of software, in one form or another (e.g., program, procedure, application, etc.), as taking an action or causing a result. Such expressions are merely a shorthand way of saying that execution of the software by a computer causes the processor of the computer to perform an action or produce a result.

Thus, methods and systems for providing preferred placement of programming content within an iTV system have been described. Although the present invention has been discussed with reference to several illustrated embodiment thereof these were meant to serve as examples only and the true scope of the invention should only be measured in terms of the following claims. 

1-20. (canceled)
 21. A method comprising: accessing, by a computing device, content placement rules that (a) describe conditions for placement of content elements within a user interface of an interactive television (iTV) application at defined locations along multiple dimensions and (b) prioritize placement of one of the content elements at one of the defined locations relative to the placement of other content elements at other ones of the defined locations; placing, at one or more of the defined locations, one or more of the content elements based on an identification of a reference to a definition of a programming campaign that includes a key for uniquely identifying the programming campaign, a listing of candidate content elements, and at least one rule for selecting the one or more of the content elements from the candidate content elements; and storing to a computer readable memory the user interface, which includes the one or more of the content elements placed at the one or more of the defined locations. 